Based in Warsaw but with an Italian acronym as the name, UEG (Usa-E-Getta, “use and discard”) has distanced itself from other brands because it creates items that deteriorate with time. The clothing, designed by Michal Lojewski, are, in fact, thought out to rip, wash-out and, progressively, fade (they are all made of Tyvek – a synthetic fabric made of pressed fibers that feels like paper when you touch it). The deterioration is a way to emphasize and meditate on some of the key ideas of consumerism, like the obsession for the new and the resulting quickness with which new becomes old.
